Loyalty Fatigue? Why European Travelers Are Rethinking Travel Reward Programs

In Europe, loyalty is no longer about status — it's about savings, simplicity, and smart choices.

For years, airlines and hotel chains have leaned on loyalty programs to retain frequent travelers, especially in premium markets. But in Europe, loyalty has always been more fluid — and that trend is accelerating. Even as travel demand rebounds post-pandemic, European consumers are signaling a clear shift in mindset: loyalty is no longer earned by points alone.

Our latest research reveals a growing trend of loyalty leakage across the region. Frequent flyer programs and hotel memberships are increasingly being bypassed in favor of flexibility, price transparency, and convenience — with online travel agencies capitalizing on the shift.

The U.S. has around 55% of travelers enrolled in loyalty programs, and many European markets aren’t far behind on the surface — France and Spain, for instance, hover near 50%. But the story isn’t just about enrollment rates. It’s about who is participating and how engaged they are.

In the UK, only 35% of travelers report being members of any airline or hotel program. Across Europe, engagement is lower among younger travelers (18�